The “health tide” is rising across all segments of the American population and the convenience store sector is poised to capture an open opportunity among consumers seeking healthier and convenient products

C-store executives should place focus on two primary consumer segments – their traditional core consumer and the growing better-for-you segment characterized as “Fence Sitters”

By focusing on products and messaging that meet their needs for healthier products – on-the-go, breakfast and kid targeted convenience – c-stores can drive significant, new growth in the category